Handles the entire event lifecycle autonomously — registration confirmation, personalised reminders, live attendance tracking, post-event follow-up sequenced by engagement level, and lead scoring for sales handoff. Your events team runs better events, not more admin.
40%
show-up rate lift
vs generic reminders
< 24hr
post-event follow-up
while interest is hot
100%
leads scored
before sales sees them
3×
pipeline from events
with intent-gated handoff
Typical build: 3-week sprint · Fixed price · Production-grade
Show-up lift
40%
Follow-up
< 24hr
Pipeline
3× events
This is the actual Agentforce configuration Kovil AI builds and deploys — not a diagram. Here is what runs inside every node.
The moment a registration is submitted — via web form, Salesforce campaign, or event platform integration — the agent fires. It creates a Campaign Member record in Salesforce, tags the lead with the event source and registration date, and sends a personalised confirmation email generated by Prompt Builder: the registrant's name, the specific event they registered for, personalised 'what you'll learn' messaging based on their job title and industry, and calendar file attachments for their preferred calendar system. Registration data feeds into the lead's intent profile in Data Cloud — event registration is treated as a strong intent signal.
A configured reminder sequence fires in the days before the event — typically: 1-week reminder with session preview, 48-hour reminder with the agenda and speaker detail, and day-of reminder with join link and prep tips. Each reminder is personalised by Prompt Builder based on the registrant's profile: their industry gets relevant statistics mentioned, their job title gets the most relevant session highlighted, and their engagement with pre-event content determines the messaging tone (engaged registrants get a continuation message; unengaged registrants get a stronger value proposition reminder). Show rates for personalised reminder sequences average 40% higher than generic reminders.
During the event, the agent processes attendance signals from the event platform (Zoom, GoToWebinar, ON24, or similar via webhook): who joined, when they joined, how long they stayed, which sessions they attended in multi-track events, and poll or Q&A interactions. All attendance data writes back to Salesforce Campaign Member records in real time. Partial attendees (joined briefly then dropped), no-shows (registered but did not join), and full attendees (attended the full session) are tagged differently — these tags determine the post-event follow-up path each registrant receives.
Within 24 hours of event end, the agent triggers personalised post-event follow-up sequences differentiated by attendance and engagement level. Full attendees receive: recording link, resources mentioned during the event, and a next-step CTA calibrated to their lead score (demo invite for high-intent, related content for low-intent). Partial attendees receive: recording link and a tailored message acknowledging they caught part of the event. No-shows receive: a 'you missed it' sequence with the recording and key takeaways — framed as the content rather than the event. All follow-up emails are personalised by Prompt Builder with the specific session content and speaker context.
After the event follow-up is delivered, the agent runs a post-event lead scoring pass on all registrants. Einstein Lead Scoring updates the intent score for each contact based on: attended vs partial vs no-show status, Q&A and poll participation (questions asked indicate high intent), post-event content engagement (did they click the recording link? download the resources?), follow-up email engagement, and the combined event intent signal weighted against the contact's full engagement history. Contacts crossing the sales readiness threshold — typically high-fit attendees who engaged with the event and clicked the follow-up CTA — are flagged for immediate sales handoff.
For leads crossing the sales readiness threshold, the agent creates or updates the Salesforce Lead record and triggers the handoff flow: the assigned rep receives a Chatter alert with the lead's event engagement summary (attended, questions asked, content clicked), the lead's full intent score and engagement history, and a suggested opening line referencing their specific question or content engagement from the event. The handoff happens within minutes of the post-event scoring pass — while interest is still warm. Leads not ready for handoff remain in the Marketing Cloud nurture pool with their event attendance tagged for context.
Sequence adaptation
Adapts the post-event follow-up sequence for each attendee based on their engagement level, attendance depth, and intent signals from the event.
Post-event scoring
Runs a full scoring pass on all registrants post-event — weighting attendance, Q&A participation, and follow-up engagement to identify sales-ready leads.
Personalised communications
Generates every event communication — confirmation, reminders, follow-ups — personalised to the registrant's profile, session engagement, and funnel stage.
Journey execution
Executes reminder and follow-up sequences, manages contact suppression, and handles unsubscribe compliance across all event communications.
Intent enrichment
Treats event registration and attendance as intent signals that feed into the lead's full profile — enriching scoring across the entire marketing funnel.
Handoff automation
Automates the sales handoff trigger — creating Lead records, attaching event context, and firing Chatter alerts to assigned reps.
Compliance
Ensures all attendee data and personalised communications are processed within Salesforce's trust boundary — required for events touching GDPR-covered audiences.
Kovil AI scopes, builds, tests and deploys this Agentforce configuration end-to-end. You do not touch Agent Builder until it is live and running your events.
We configure integrations with Zoom Webinars, GoToWebinar, and ON24 via webhook — these cover the majority of B2B webinar use cases. For in-person events using platforms like Cvent or Eventbrite, we use their API or Zapier integration to feed registration and attendance data into Salesforce. The specific platform is scoped in Week 1 — if you use a platform not listed, we confirm integration feasibility before the sprint begins.
No-shows receive a differentiated follow-up sequence: a 'you missed it' framing with the event recording and key takeaways, rather than the post-event engagement content sent to attendees. The messaging assumes they were interested enough to register but could not attend — not that they are cold. No-show follow-up typically achieves 40–50% recording view rates, which re-activates intent. If the no-show engages with the recording follow-up, their intent score updates and they can re-enter the standard nurture sequence.
The post-event scoring pass runs automatically as soon as the event platform sends the final attendance data — typically within 1–2 hours of event end. Follow-up emails are queued immediately after scoring and send within 24 hours of event end. For high-intent leads (attending, asking questions, clicking CTAs), the sales handoff notification fires the same day. The window between event participation and sales contact is typically under 4 hours for qualified leads — while interest is still fresh.
Yes, with additional configuration. Multi-track events require session-level attendance tracking, which we configure per event platform's data model. The follow-up sequence can then reference the specific sessions attended rather than the event generically — significantly improving personalisation quality. Multi-track configuration is typically scoped as a Week 1 addition if needed.
Book a 30-minute discovery call. We'll audit your current event follow-up process, identify the leads being lost between registration and sales contact, and scope a 3-week fixed-price Agentforce implementation.
3-week sprint · Fixed-price · Production-grade · Post-launch support included